The Effects of the Crisis Generated by the COVID-19 Pandemic on Consumer Behavior Regarding Brand Purchasing

Abstract

The global COVID-19 pandemic, the rules of social distancing and the restrictions imposed by the authorities have had a strong impact on all aspects of our lives on a social, psychological and economical level.The buying habits of consumers have been modified, as they were forced to adapt to a new context generated by the current situation, being strongly influenced by factors such as unstable economic climate, destabilization of the labor market, rising unemployment, affecting every industry (both small businesses and large brands or multinational corporations). This paper aims to examine consumer behavior regarding brands in the context of the COVID-19 pandemic, taking into consideration social, economic, technological factors, as well as factors that influence the decision-making process in brands acquisition.